“Parents are still contacting us saying that they just got out of hospital and they want some more resources or information from the CDSS but they’ve been home for two weeks and no one has said congratulations to them yet.”

He adds that congratulations from family and friends is the first step toward acceptance for new parents.

According to the Ability in Me (AIM) program, a resource and therapy program in Saskatoon dedicated to support people with Down Syndrome, about 19 children are born with Down syndrome each year in Saskatchewan. They’re hoping the campaign helps end the stigma.

“We’re not focused on down syndrome,” Tammy Ives, the executive director of the AIM program, said.

“We’re just focused on a child or an adult who wants to succeed in life and participate in life to their full potential.”

Ives is very familiar with the message the CDSS is trying to get across; her son was also born with Down syndrome.

“They just didn’t know how to respond, so I think it’s an opportunity to say just be happy and congratulate us,” Ives said.

“I almost felt like I had to explain to people that it’s OK, and we are excited about our son.”

The campaign also encourages people to share an e-card through the Anything But Sorry website, with the goal of sending a warm welcome and congratulations to each of the over 9,000 babies born this year.

For Hoffman and her son, their message to parents is simple.

“It’s nothing to be sorry about, its an amazing thing,” she said.

“It’s the gift of life across the board, and it’s a joyous life.”

According to the CDSS, this campaign raised roughly 200 per cent more than previous campaigns, despite losing smaller donations due to people not being completely comfortable with the language used in the ads.